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Villoid - Case Study
VILLOID is a fashion community and shopping platform where you can buy directly from some of the world’s top style influencers. They curate their own shops through the VILLOID app or web-based platform, offering hundreds of thousands of products from over 4,000 leading brands.
E-COMMERCE - USER RESEARCH - USER TESTING - PROTOTYPING
How it works?
Whenever they post an image on their own Instagram account, our image recognition system finds fashion-related products (from a pool of millions of products) within the posted image and automatically adds the recognised items to their shop. So they basically do nothing to run their shops but earn a commission.
Research / analysis
Gathering insights from user interviews and converting the findings into actionable tasks.
Activities for "Qualitative Research"
∙ User interviews
∙ Face to face usability testings
Activities for "Quantitative Research"
∙ Google analytics
∙ Surveys (exit pop-ups)
∙ A/B testing
∙ Hotjar
Succes Criteria
∙ Conversion rate
∙ Average order value
Qualitative research findings
Shop owner pain points:
Findings:
∙ I can’t spend too much time running my shop
∙ I can’t find products that I want to add to my shop.
∙ I need to check my shop’s performance.
∙ What can I do to improve my shop?
Action:
∙ We added automation to keep shops fresh without friction..
∙ We have added more content (Zara (0% commission), Amazon…etc)
∙ Dashboard became a priority on the to-do list.
∙ We designed a monthly newsletter with basic merchandising tips for influencers.
User pain points:
Findings:
∙ I can’t find a particular product
∙ Everything is so expensive
∙ I was browsing between shops, and I now don’t know how to find X shop.
Action:
∙ We have added more content (Zara (0% commission) , Amazon…etc)
∙ We have added an algorithm to show lower price level products to the shop owners as recommendation.
∙ Main menu redesigned from the ground up.
Quantitative research findings
Findings and Actions:
∙ Women 25-34 are our biggest group of visitors. We also have 15% “irrelevant” male traffic (Which might be an opportunity for the future).
∙ Social & mobile have driven most traffic, but they have had the lowest conversion rate.
∙ Nearly 3x better conversion on desktop than mobile, ( need 0.2% more to reach the target) .
-The login feature became high priority on the to do list.
∙ Organic traffic has the best conversion rate
-SEO optimisation became top priority .
-This also indicates low influencer engagement.
∙ Returning visitors on mobile add more things to cart, have 3x more checkout sessions and 3x more transactions. Desktop users have more
than 5x more checkout sessions when they return - and 8x more transactions.
-We created ‘what’s new’ menu item. (This also gives us a chance to turn browser type visitors into buyers)
-Optimised ‘the abandoned cart and newsletter e-mails’ through A/B testing
-Login feature became high priority in the to do list.
∙ £25 - £55 is the highest grossing price bracket. Many influencers “only” curated items priced significantly higher, often £1,000+. The site
needs to present alternative items more efficiently.
-We have added an algorithm to show lower price level products to the shop owners as recommendation. We added ‘price range filter’ incase
influencers want to see the products with different price levels.
-Dashboard with price point indicator became high priority on the to do list.
∙ The majority of sales have been through discovery outside of the influencer curated items - through “you might also like” and “search”.
-Algorithm for the ‘you might also like’ has been improved (Added more lower price point alternatives) .
-Search speed has been improved.
-We decided to use universal checkout process over individual checkout process.
∙ High bounce rate.
-Search component redesigned to stand out prominently.
-Loading speed has been improved.
-We removed significant amount of content from the landing page through A/B testing. (Opposite results between qualitative and quantitative researchs)
THIS WEBSITE DESIGNED AND DEVELOPED IN NO-CODE ENVIRONMENT. DESIGN-DEV TURUGSHAN TURNA ©
SCROLL
Villoid - Case Study
VILLOID is a fashion community and shopping platform where you can buy directly from some of the world’s top style influencers. They curate their own shops through the VILLOID app or web-based platform, offering hundreds of thousands of products from over 4,000 leading brands.
E-COMMERCE - USER RESEARCH - USER TESTING - PROTOTYPING
How it works?
Whenever they post an image on their own Instagram account, our image recognition system finds fashion-related products (from a pool of millions of products) within the posted image and automatically adds the recognised items to their shop. So they basically do nothing to run their shops but earn a commission.
Research / analysis
Gathering insights from user interviews and converting the findings into actionable tasks.
Activities for "Qualitative Research"
∙ User interviews
∙ Face to face usability testings
Activities for "Quantitative Research"
∙ Google analytics
∙ Surveys (exit pop-ups)
∙ A/B testing
∙ Hotjar
Succes Criteria
∙ Conversion rate
∙ Average order value
Qualitative research findings
Shop owner pain points:
Findings:
∙ I can’t spend too much time running my shop
∙ I can’t find products that I want to add to my shop.
∙ I need to check my shop’s performance.
∙ What can I do to improve my shop?
Action:
∙ We added automation to keep shops fresh without friction..
∙ We have added more content (Zara (0% commission), Amazon…etc)
∙ Dashboard became a priority on the to-do list.
∙ We designed a monthly newsletter with basic merchandising tips for influencers.
User pain points:
Findings:
∙ I can’t find a particular product
∙ Everything is so expensive
∙ I was browsing between shops, and I now don’t know how to find X shop.
Action:
∙ We have added more content (Zara (0% commission) , Amazon…etc)
∙ We have added an algorithm to show lower price level products to the shop owners as recommendation.
∙ Main menu redesigned from the ground up.
Quantitative research findings
Findings and Actions:
∙ Women 25-34 are our biggest group of visitors. We also have 15% “irrelevant” male traffic (Which might be an opportunity for the future).
∙ Social & mobile have driven most traffic, but they have had the lowest conversion rate.
∙ Nearly 3x better conversion on desktop than mobile, ( need 0.2% more to reach the target) .
-The login feature became high priority on the to do list.
∙ Organic traffic has the best conversion rate
-SEO optimisation became top priority .
-This also indicates low influencer engagement.
∙ Returning visitors on mobile add more things to cart, have 3x more checkout sessions and 3x more transactions. Desktop users have more
than 5x more checkout sessions when they return - and 8x more transactions.
-We created ‘what’s new’ menu item. (This also gives us a chance to turn browser type visitors into buyers)
-Optimised ‘the abandoned cart and newsletter e-mails’ through A/B testing
-Login feature became high priority in the to do list.
∙ £25 - £55 is the highest grossing price bracket. Many influencers “only” curated items priced significantly higher, often £1,000+. The site
needs to present alternative items more efficiently.
-We have added an algorithm to show lower price level products to the shop owners as recommendation. We added ‘price range filter’ incase
influencers want to see the products with different price levels.
-Dashboard with price point indicator became high priority on the to do list.
∙ The majority of sales have been through discovery outside of the influencer curated items - through “you might also like” and “search”.
-Algorithm for the ‘you might also like’ has been improved (Added more lower price point alternatives) .
-Search speed has been improved.
-We decided to use universal checkout process over individual checkout process.
∙ High bounce rate.
-Search component redesigned to stand out prominently.
-Loading speed has been improved.
-We removed significant amount of content from the landing page through A/B testing. (Opposite results between qualitative and quantitative researchs)
THIS WEBSITE DESIGNED AND DEVELOPED IN NO-CODE ENVIRONMENT. DESIGN-DEV TURUGSHAN TURNA ©
SCROLL
Villoid - Case Study
VILLOID is a fashion community and shopping platform where you can buy directly from some of the world’s top style influencers. They curate their own shops through the VILLOID app or web-based platform, offering hundreds of thousands of products from over 4,000 leading brands.
E-COMMERCE - USER RESEARCH - USER TESTING - PROTOTYPING
How it works?
Whenever they post an image on their own Instagram account, our image recognition system finds fashion-related products (from a pool of millions of products) within the posted image and automatically adds the recognised items to their shop. So they basically do nothing to run their shops but earn a commission.
Research / analysis
Gathering insights from user interviews and converting the findings into actionable tasks.
Activities for "Qualitative Research"
∙ User interviews
∙ Face to face usability testings
Activities for "Quantitative Research"
∙ Google analytics
∙ Surveys (exit pop-ups)
∙ A/B testing
∙ Hotjar
Succes Criteria
∙ Conversion rate
∙ Average order value
Qualitative research findings
Shop owner pain points:
Findings:
∙ I can’t spend too much time running my shop
∙ I can’t find products that I want to add to my shop.
∙ I need to check my shop’s performance.
∙ What can I do to improve my shop?
Action:
∙ We added automation to keep shops fresh without friction..
∙ We have added more content (Zara (0% commission), Amazon…etc)
∙ Dashboard became a priority on the to-do list.
∙ We designed a monthly newsletter with basic merchandising tips for influencers.
User pain points:
Findings:
∙ I can’t find a particular product
∙ Everything is so expensive
∙ I was browsing between shops, and I now don’t know how to find X shop.
Action:
∙ We have added more content (Zara (0% commission) , Amazon…etc)
∙ We have added an algorithm to show lower price level products to the shop owners as recommendation.
∙ Main menu redesigned from the ground up.